Effects of human versus virtual human influencers on the appearance anxiety of social media users

Journal of Retailing and Consumer Services, Год журнала: 2022, Номер 71, С. 103233 - 103233

Опубликована: Дек. 26, 2022

Язык: Английский

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Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry

Journal of Retailing and Consumer Services, Год журнала: 2022, Номер 72, С. 103242 - 103242

Опубликована: Дек. 30, 2022

Язык: Английский

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Strategic product showcasing mode of E-commerce live streaming

Journal of Retailing and Consumer Services, Год журнала: 2023, Номер 73, С. 103360 - 103360

Опубликована: Апрель 12, 2023

Язык: Английский

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Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model

Journal of Retailing and Consumer Services, Год журнала: 2023, Номер 76, С. 103610 - 103610

Опубликована: Окт. 21, 2023

Язык: Английский

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Be constantly different! How to manage influencer authenticity

Electronic Commerce Research, Год журнала: 2023, Номер 23(3), С. 1485 - 1514

Опубликована: Янв. 4, 2023

Abstract Social media influencers are increasingly approached by marketers to advocate brands and products. This practice is commonly called ‘influencer marketing’. Influencers can take advantage of their reach importance for consumers’ decision making obtaining rewards from marketers. At the same time, consumers aware this practice. In context, perception an influencers´ authenticity key when it comes his/her ability persuade others. research, we shed light on nature influencer construct, its boundaries as well relationships with brand-related variables responsible buying decisions. Using experimental approach (n = 163), demonstrate that especially influencers’ uniqueness consistency increase authenticity. Furthermore, our results show a strong impact purchase intention, which partially mediated via brand attitude.

Язык: Английский

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The Impact of Influencer Marketing on Brand Perception: A Study of Jordanian Customers Influenced on Social Media Platforms

Studies in computational intelligence, Год журнала: 2024, Номер unknown, С. 363 - 376

Опубликована: Янв. 1, 2024

Язык: Английский

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Virtually human: anthropomorphism in virtual influencer marketing

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 79, С. 103797 - 103797

Опубликована: Март 17, 2024

Язык: Английский

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From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 78, С. 103709 - 103709

Опубликована: Янв. 15, 2024

Язык: Английский

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Social media influencer over-endorsement: Implications from a moderated-mediation analysis

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 79, С. 103831 - 103831

Опубликована: Март 26, 2024

The surge in social media's popularity has catalyzed the emergence and growth of media influencers (SMIs) their pivotal role marketing strategy. This study examines impact SMI over-endorsement on consumer purchase intentions, mediating this relationship through influencer authenticity credibility, moderating it with product interest. Employing a moderated-mediation model using partial least squares structural equation modeling (PLS-SEM), analyzes survey data collected from 303 users. Contrary to intuitive expectations, does not directly affect intentions; instead, its negative influence is significantly mediated by reduced perceptions credibility among SMIs, interest serving as mitigating mechanism. revelation challenges conventional beliefs revealing that repercussions excessive endorsements are erosion, overshadowing any concerns regarding authenticity. Importantly, adverse effect can be mitigated fostering strategic buffer. suggests rather than curtailing endorsement frequencies, brands SMIs should focus amplifying (e.g., enhancing engagement relevance) thus sustain or even increase activities without compromising perceived influencers, thereby maintaining effectiveness campaigns. therefore contributes novel insights into dynamics marketing, particularly effects behavior conditions under which these may neutralized.

Язык: Английский

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Steering the path to safer food: The role of transformational leadership in food services to combat against foodborne illness

Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 81, С. 103958 - 103958

Опубликована: Июнь 14, 2024

Язык: Английский

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